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Everything I Know about Marketing I Learned From Google Hardcover – August 26, 2010


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Product Details

  • Hardcover: 341 pages
  • Publisher: McGraw-Hill; 1 edition (August 26, 2010)
  • Language: English
  • ISBN-10: 0071742891
  • ISBN-13: 978-0071742894
  • Product Dimensions: 9.3 x 6.6 x 1.2 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #870,151 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

In Everything I Know about Marketing I Learned from Google, digital marketing guru Aaron Goldman shares 20 lessons from the world’s most ubiquitous brand to help you better engage your customers and prospects.

You’ll learn how to do everything from initiating digital “conversations” with customers to testing and quantifying your efforts. In addition to his expert insight, Goldman delivers case studies featuring some of the world’s most innovative brands that have integrated lessons from Google into their own marketing strategy. You’ll see how:

  • Apple is Googling its customers to remain relevant to their passion points
  • GE is Googling its marketing plans by selling altruism
  • Threadless is Googling its products by tapping the wisdom of crowds
  • Barack Obama Googled his way to the top of the political ladder

And now you, too, can Google your business to build meaningful connections with more customers than ever!

About the Author

Aaron Goldman is Chief Marketing Officer at Kenshoo, where he puts lessons learned from Google to good use through global technology solutions for managing online advertising. Goldman lives in Chicago.


More About the Author

Aaron Goldman is the Chief Marketing Officer at Kenshoo, a global leader in search marketing and online advertising technology for advertisers, agencies, and local marketing providers. In this role, Goldman oversees corporate marketing, product marketing, trade marketing, and public relations. Kenshoo clients include Facebook, LinkShare, Omnicom, SapientNitro, and many more.

Previously, Goldman founded Connectual, a digital marketing consulting and matchmaking firm. For almost two years, he helped companies like Omnicom Media Group, Info.com, Adify Media, and Elevate Studios with marketing and business development.

Before starting Connectual, Goldman served as Vice President of Marketing and Strategic Partnerships at Resolution Media. During his nearly five-year tenure on the executive team, Goldman managed corporate marketing, industry relations, and new business development, working with advertisers like Bank of America and Dell while sitting on the advisory boards of Google, Yahoo, and Microsoft.

Prior to Resolution Media, Goldman led the Midwest sales team for MaxOnline, now a division of Ask.com. For about 5 years, Goldman delivered comprehensive digital marketing solutions encompassing portal and network campaigns, sponsorships, e-mail marketing, and search engine marketing for clients including Disney, General Motors, Procter & Gamble, and Verizon, among others.

Goldman graduated with honors from the University of Illinois at Urbana-Champaign with a Bachelor of Science degree in Advertising. When he's not Googling himself, Goldman enjoys spending time with his family in Chicago.

Customer Reviews

4.3 out of 5 stars
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If you are a marketer at any level, online or offline, this book is a must-read.
Adam C.
It is really hard to find good interactive marketing books these days, as you wade through the stacks and stacks of regurgitated hype and reworked blog postings.
James
Aaron has written a book that is not only PACKED with great content, but is extremely well written.
Lewis A. Gleeck

Most Helpful Customer Reviews

9 of 9 people found the following review helpful By Mark Ailsworth on August 30, 2010
Format: Hardcover
I'm a huge fan of Malcolm Gladwell's books... I think I'm most inspired by his easily approachable writing style that exposes and explores big concepts in easily understood, and easily digestible terms, all while making sure the reader cracks a smile or a laugh at every page-turn.

I'm thrilled to have found another writer with that exact same style: Aaron Goldman. Goldman's book is a must for every early student of marketing, but even old dogs will find more than just a few new tricks here. Goldman has brought insights about Google's user approach that any humble webmaster or humble CMO (there aren't that many actually) can immediately begin to put into practice to correct their own confusing jumble of HTML madness. As marketers we try so hard to make sure that our users see everything we're about immediately upon arrival at our site, but the array of starbursts, auto-initiated audio & video, rich media silliness, and javascript fireworks only serves to complicate our message and leave the user even more bewildered about our value than when they first arrived.

Goldman articulates a simple model (one that easily fits into a lobe and a half of your frontal cortex) that will help you rarify and clarify your message so that consumers will finally "get" you. If you've struggled to divine the right words to sound your internal rallying cry, this book's for you. If you return to your company's website day after day and constantly wonder how to better array the information that's there, this book's for you. If you need a book to give your stuck-in-the-dark-ages CEO, this book's for you.
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7 of 7 people found the following review helpful By Adam C. on August 25, 2010
Format: Hardcover
I've been in online media for 10+ years and decided to check out this book assuming that very little of the information would be stuff I didn't already know or hadn't already read somewhere. But, I like to stay on top of everything digitial marketing so I read it. I could not have been more surprised about how fresh and insightful Goldman's lesson and anecdotes were. If you are a marketer at any level, online or offline, this book is a must-read. You'll have it finished in a week and will be better equipped professionally after having done so. Well-done, Mr. Goldman.
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6 of 6 people found the following review helpful By CFetter on August 26, 2010
Format: Hardcover
This book will allow any business owner or marketer to understand the basic principals of driving online business. Goldman really does keep it "simple, stupid" with his tips on branding, driving leads and positioning yourself in the marketplace. Great read!
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2 of 2 people found the following review helpful By Ron Fleekop on September 3, 2010
Format: Hardcover
This book has an abundance of great ideas and witty writing that keeps you interested. Even a modest internet lover can truly grasp the concepts and key points the book is offering.

I cannot wait until he comes out with another book. I would like him to focus on how Google is teaching expansion and relevance in the ever expanding global market place.

I highly recommend this book to anyone who wants to learn more about how Google and Search is changing Advertising and Sales for many years, if not decades to come.
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4 of 5 people found the following review helpful By Ryan James on September 22, 2010
Format: Hardcover
The book is set up to convey various marketing ideas through stories of businesses who have implemented them. Throughout all of this are explanations of how/why Google does what it does. As a small business owner, I didn't find much that was helpful in this. For instance, the stories often dealt with large corporations and "branding" or other esoteric ideas that don't really apply to a small business.

I also didn't really care for all of the detailed pondering about how/why Google does random, unimportant things. For instance, there are a few pages talking about how Google chose the order of its colors in its lettering. Great, I'm glad they tested every combo possible and came up with some nifty arrangement that conveys their uniqueness for the .0000001% of people who notice the colors are the primary band with 1 out of order. How does that help me drive customers to call me after they view my site?

I would have loved to see a discussion about what kinds of things are critical to put on my site in order to get customers to call. What information do they want to see? How much should be text versus pictures? How to incorporate SEO into this? Comparison of the different types of customer and how they like to be sold to, etc...

Anyway, I think this is more geared towards corporate VPs and the like. I really don't see a small business owner getting much use out of it besides a few tidbits here and there.
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6 of 8 people found the following review helpful By Jason L. Mcdonald on August 16, 2010
Format: Hardcover Verified Purchase
Somewhere between The Tipping Point and SEO for Dummies lies the fertile ground upon which Aaron Goldman builds this interesting book on Google and Marketing. I read everything I can get my hands on on Google, SEO, AdWords, and Social Media, and one of my biggest complaints is that we have "forest" books like the Tipping Point and we have "trees" books like SEO for Dummies, but we have very few books that attempt to connect the forest with the trees.

I like this book. It isn't perfect. It is more a "forest" book than a "trees" book, but Adam provides great marketing food for thought and some useful web links and concrete hands on items as well. First and foremost, the chapter on your Universal Selling Proposition (USP) really should be read, first. Are you a tax accountant in Detroit, a hypnotherapist in New York City, or perhaps you sell organic probiotics over the Web... Find your USP, says Aaron, and orient your Google marketing around it. He uses examples as from All State Insurance and has little fill-in-the-blank figures to help you, discover and refine your USP.

It's his best chapter that unifies the "forest" (What do you want to be as a company?) with the "trees" (How do you turn this big goal into concrete marketing steps?).

But therein lies the rub. Trying to be both a "forest" book and a "tree" book, Everything I Know About Marketing sometimes fails to be either. At the "forest" level, it isn't really an easy beach book of mind candy like The Tipping Point. Aaron discusses the newspaper business, for example, and how Google / the Web has all but destroyed it...
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